When was the last time you thought about optimising your website for Bing?
In today’s episode, I’m talking about Bing’s possible big search comeback!
Hello and welcome back to the AI Six podcast, where I teach you about AI in just six minutes a day and on a Saturday broadcast the long-listen with an individual knee-deep in AI experimentation or practice.
So why has Bing become a significant player in AI search?
While Google still dominates traditional search, Microsoft’s Bing is quietly shaping how platforms like ChatGPT interact with the internet in real-time.
In early 2023, Microsoft introduced an AI-enhanced version of Bing, powered by OpenAI’s GPT-4. This upgrade brought significant changes:
✅ Conversational AI Search – Bing’s chatbot, initially called Bing Chat (now Copilot), allows users to ask questions, receive detailed answers, and even generate content.
✅ ChatGPT’s Default Search Engine – Bing now fuels ChatGPT’s real-time search, making its indexing system a critical part of AI-powered search results.
✅ Integration Across Microsoft Platforms – Bing’s AI-powered search is embedded into Windows 11 apps, enhancing user experiences.
🔊 Microsoft CEO Satya Nadella sums it up: “Inches matter.”
📌 Key takeaway: If your website isn’t indexed by Bing, it won’t appear in ChatGPT’s search results.
Why This Matters for Marketers
A recent study found that 87% of ChatGPT’s cited links align with Bing’s top organic search results. That means if you’re a marketer, content creator, or communications professional, Bing optimisation isn’t optional—it’s essential for AI-driven discoverability.
Microsoft & OpenAI’s Big Play
🔹 Bing is now ChatGPT’s primary search engine, providing real-time answers and source citations.
🔹 AI Plugins Ecosystem – Microsoft and OpenAI are expanding AI plugins that work across multiple platforms.
🔹 Search is changing – We’re moving from keyword-based search to conversational, AI-driven interactions.
💡 From an SEO standpoint, this shift is huge. Sites that rank well on Bing have a better chance of being referenced in AI-generated responses. While Bing’s ranking algorithms differ from Google’s, understanding how Bing evaluates content will give you an edge in this new AI-powered search landscape.
How to rank your website for Bing
Let’s hear from Josh Maraney on this TikTok video
Is Your Website Bing-Ready?
Bing may have been overlooked by marketers in the past, but it’s now at the centre of one of the biggest shifts in search.
🚀 Bing is back. As marketers, it’s time to take notice and take action to optimise our websites—and our clients’ sites—for AI-powered search.
And if you’re ready to upskill, check out my Professional Diploma in AI for Marketers. Use the code AISIX10 for an exclusive discount. You can also hire me for an in-company AI workshop.
About the Podcast Host
Joanne Sweeney is a specialist in public-sector marketing and digital communications. She’s the author of Public Sector Marketing Pro and the creator of the Professional Diploma in AI for Public Sector Marketing. With years of experience in training, consulting, and advocating for digital transformation, Joanne provides insight and guidance for government agencies navigating the digital landscape. She is also the host of the award-winning Public Sector Marketing Show podcast.
